Vol.2  No.5   2012
Mobile Marketing Strategies for Permission-based Communication: Insights into the consumer behavior of Romanian users
Patricia Zegreanu
[01-10]  [PDF]

In an ever evolving technology dominated world, consumers and companies change their communication needs and wants. With a marketing-oriented new generation of customers, marketers must adopt new forms of efficient and targeted delivery of their message. Mobile marketing promises a direct one-to-one approach and a targeted commercial message, but, to be really appreciated by the customers, it needs their permission for a direct communication. The acceptance of customers depends on their level of trust in the company, due to the fact that mobile phones are one of the most personal devices and mobile marketing is using them as their communication channel. The purpose of this article is to synthesize the criteria for permission-based communication between companies and consumers. By establishing a constant bilateral communication flow with its customers, a company can leverage the interaction with its clients to new levels of trust and engagement.

Environmental marketing orientation: Focus on the Romanian construction sector
Estera Laura Langă (Nemoianu) and Patricia Zegreanu
[11-17]  [PDF]

A growing number of organizations active in the Romanian construction sector show increasing preoccupations for environment-oriented marketing activities. After a brief literature review on green marketing and environmental orientation, the article presents the results of a research undertaken by the authors aimed at highlighting the environmental marketing orientation of firms active in the Romanian construction sector. In addition, the research shows how organizations’ environmental concerns are integrated in their corporate and marketing strategies and the reasons and challenges behind the process. The research also highlighted the fact that more than 90% of the responding organizations integrate their environmental preoccupations in the marketing practices, while 73% believe that the environmental issues are taken into account in developing new products and services to a high and very high extent.